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Brief Published: 23 Jul 2014

Inglorious Fruit & Veg

Intermarché's food waste campaign

French supermarket Intermarché has launched a bold campaign encouraging consumers to purchase discounted, imperfect fresh produce. The initiative includes a TV spot featuring an 'Ugly Carrot', and print executions including a 'Failed Lemon', 'Ridiculous Potato', 'Disfigured Eggplant' and 'Hideous Orange'.

It also encompassed an in-store component, where imperfect produce was used to create Inglorious Vegetable Soups and Inglorious Fruit Juices. These unconventional product lines were given a punchy branding solution, assigned their own aisle, and listed separately on till receipts – placing them firmly on the radars of grocery shoppers.

French advertising agency Marcel, which conceived the campaign, reported a 60% increase in traffic to Intermarché's fruit and vegetables section and a 24% rise in overall store traffic as a result of its efforts.

The reduction of edible waste has increasingly become top-of-mind for food brands and retailers, as well as consumers. In Europe, this is being galvanised by the European Parliament's decision to make 2014 the European Year Against Food Waste. The initiative aims to support the cause through moves including better communications between policy makers and industry, and raising public awareness.

For more on how supermarkets are responding to the issue of food-waste reduction, see Evolution of the Supermarket and Rebranding Budget. For more on utilising imperfect and unconventional produce to stimulate new business opportunities, read Strange Fruit.